A series of Norwegian Bread from Bakers

Background

Bakers has a history of baking since 1853. In recent years, Bakers has been most known for being a large industrial bakery, wanting to show strength in the old baking traditions with a focus on craftsmanship.


In 2013 Bakers wanted to develop a high-end bread concept for the supermarket Spar, under their product-brand Bakehuset. A series of high-end traditional Norwegian breads was developed. The bread was baked in accordance with old baking traditions. It was desirable to create a distinct, rustic and honest expression.

Challenge

In recent years, Bakers has been most known for being a large industrial bakery. Today´s ambition was to show strength in the old baking traditions with a focus on craftsmanship.

Solution

Folk-stories play a large part in Norwegian culture. We have a long and proud baking-tradition in Norway, and as long as bread has been baked there has also been a tradition of bread-boards, all with their unique characteristics. This was the starting point for the design solution. The names of the bread are taken from characters in the Norwegian folk-stories.

The color expression is mainly limited to the use of black, and the background is taken from an old woodcut plate.  An informal visual style combined with thick brown paper and rough printing technique emphasized the tactile qualities of the product.

Storytelling was only to be expressed on the bread packaging – and on some occasions we were able to produce shop-in-shop display and in-store material.